The team was spending its time producing, not thinking
A single post passes through too many stages: insight research, scripting, image generation, video editing and reformatting for each platform. Most of it was still manual, so output speed depended directly on how many human hours were available.
- The process broke as soon as something urgent came up
- A lot of effort went into repetitive work, mostly reformatting between platforms
- Testing several content directions at once was impractical, because each one cost the same to produce